How the best marketing campaigns of 2025 navigated uncertain times

The savviest marketers cut through chaos with strategies and tactics that portend where advertising could head next year.

By Chris Kelly , Jessica Hammers , Peter Adams , Sara Karlovitch • Dec. 9, 2025

US Soccer’s CMO on its World Cup campaign as brands take the pitch

The organization’s “Never Chase Reality” push comes as the sports league prepares for stronger interest and engagement from fans and marketers.

By Chris Kelly • Dec. 8, 2025

Explore the Trendline➔

Multichannel Optimization

There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

By Marketing Dive staff

AEO, GEO and accessibility: The 3 forces that will define 2026 marketing

AI-driven discovery is here. Accessibility is the next big visibility advantage.

By Chad Sollis, CMO at AudioEye • Dec. 8, 2025

How Hershey remade its iconic holiday ad as an interactive experience

The snack company modernized its 1989 “Holiday Bells” creative by bringing it to life in Rockefeller Center and on digital platforms.

By Chris Kelly • Dec. 5, 2025

Skims ventures into live entertainment with shoppable TikTok livestream

The apparel brand co-founded by Kim Kardashian sought to draw inspiration from classic holiday variety shows for a 45-minute shopping experience.

By Aaron Baar • Dec. 4, 2025

Glad teams with Oscar the Grouch to revive ‘Don’t Get Mad. Get Glad.’

The Clorox-owned brand partnered with the iconic “Sesame Street” character to reimagine his song, “I Love Trash,” and for a social media giveaway.

By Jessica Hammers • Dec. 4, 2025

Subway promotes revived Sub Club loyalty program in alliterative ads

The brand is focusing more on entertainment than transactional elements to stand out from other QSR messaging emphasizing value.

By Peter Adams • Dec. 4, 2025

American Eagle’s celebrity-led marketing turns sales growth positive

While collaborations with names like Sydney Sweeney helped boost denim, sister brand Aerie delivered far stronger sales growth in Q3. 

By Peter Adams • Dec. 3, 2025

How Oreo maker Mondelēz is rethinking snack marketing with AI

The CPG giant created a new generative artificial intelligence tool to help personalize advertising while boosting engagement for many of its top brands.

By Christopher Doering • Dec. 3, 2025

PepsiCo’s Mug brand finds Gen Z sweet spot: Fragrance, dogs and TikTok

The quickly growing brand leans into its recent social media successes by launching Daddy’s Home cologne on TikTok Shop.

By Aaron Baar • Dec. 3, 2025

Why Keurig grounded its new brand platform in post-pandemic realities

The first major work from bespoke Publicis unit KDPOne looks to reset the coffee brand ahead of parent Keurig Dr Pepper’s split into two companies.

By Chris Kelly • Dec. 3, 2025

Columbia challenges flat-earthers as part of bolder marketing revamp

In an open letter and social videos, CEO Tim Boyle tasks conspiracy theorists with proving their beliefs for a chance at winning the company’s assets.

By Peter Adams • Dec. 2, 2025

Boss, Lancôme open virtual boutiques with Snapchat’s shoppable AR

Chopard and other luxury brands are featured in the Snapchat Winter Village, a digital activation meant to mimic the in-person shopping experience.

By Jessica Hammers • Dec. 2, 2025

The complete Super Bowl 60 ad tracker for 2026

Liquid Death will return to promote its better-for-you energy drink line, and Budweiser and Manscaped shared new teasers.

Updated Dec. 3, 2025

Inside RC Cola’s comeback campaign

Keurig Dr Pepper wants to bring the brand back into the conversation as more soda drinkers gravitate toward nostalgic beverages and classic cola flavors.

By Laurel Deppen • Dec. 1, 2025

Burger King’s CMO on how a ‘SpongeBob’ collab cuts across generations

The partnership spans new ads, a special menu, toys, packaging, an app takeover, experiential activations and more.

By Chris Kelly • Dec. 1, 2025

Winners and losers of Black Friday 2025

Online discounts were flat year over year. However, some retailers won with exclusive giveaways that enticed customers into stores.

By Dani James • Nov. 29, 2025

Molson Coors says ‘Just Bring the Beer’ in bid to millennials, Gen Z

The brewer highlights several of its brands for a holiday campaign inspired by the younger generations’ preference for experiences over traditional gifts.

By Sara Karlovitch • Nov. 28, 2025

How Urban Outfitters connects with Gen Z through brand collaborations

The retailer has increased sales growth and brand affinity in part by teaming with brands like Dunkin’ and artists like Tinashe to meet consumer needs.

By Chris Kelly • Nov. 26, 2025

Inside Vaseline’s social-first, innovation-led marketing playbook

The brand is “pioneering the kind of desire at scale thinking” that Unilever wants to replicate across its portfolio, CEO Fernando Fernandez has said. 

By Chris Kelly • Nov. 25, 2025

Why American Eagle tapped Martha Stewart to extend beyond Gen Z

After making headlines with its fall campaign, the retailer is targeting gift givers and recipients alike for the next chapter of its “Give Great Jeans” holiday push. 

By Jessica Hammers • Nov. 25, 2025

3 ex-Cashmere execs seek to unlock culture’s enterprise value

Currency Advisory Group looks to operationalize culture as a strategic business function, not just a marketing layer. 

By Aaron Baar • Nov. 24, 2025

Uber debuts first national holiday ad as focus on suburbs grows

“Close” packs an emotional punch, showing a traveler reflecting on a complicated relationship with her father on a ride home from the airport.

By Peter Adams • Nov. 24, 2025

Sephora reorganizes US marketing department

The mass beauty retailer shifted the team’s structure to improve efficiency, impacting 27 roles.

By Dani James • Nov. 24, 2025

Why Kraft Mac & Cheese went hypercontextual for ‘Best Thing Ever’ push

The brand will make its largest media investment to date with a campaign that seeks to reach consumers in unexpected and disruptive ways.

By Chris Kelly • Nov. 24, 2025